Perpetual movement is the essence of survival and prosperity online. If online media and entertainment companies don’t improve every day, they will just wind up as the newfangled version of Reader’s Digest — bankrupt.

A second ago, it seems, we were talking about reinventing ourselves. But that’s so yesterday, or should I say so yestermoment.

What the Suger blog people have learned of late is that content on their successful networks must change constantly.

What this overall trend spells for us music artists is even scarier than the current biz model. Maybe the Web 2.0 atomizing machine will move us even further from the album, all the way to the ring tone (do not pass digital single).

Of course, I’m kidding, but only partly. After all, it is somewhat scary. The same warp-machine that devoured major labels, newspapers and publishing may chew us into yet smaller morsels.

For myself, I’m headed into my studio to record a new three-note masterpiece. Must adapt or die.